AI is bound to have an impact on the travel and tourism industry. The way people discover and learn about travel experiences is changing. And so is the booking experience. You need to be ready to adapt.
Working in the travel industry, you know the positive impact content marketing has on business isn’t changing. But the way you plan, create, and distribute it, is. According to one study, 70% of travel marketers have already adopted AI-driven strategies to attract more visitors and guests. Those who are leveraging these new tools are getting ahead of the competition — fast.
In this guide, we will explore how AI is transforming content marketing for travel and tourism. We will also offer actionable strategies to help you harness its power without losing the all-so-important human touch.
The Current Landscape of Content Marketing in Travel
Travel content marketing has transformed over the years, from brochures and posters to immersive blog posts, digital videos, and influencer collaborations. And while digital marketing has made it easier to target specific audiences, people still expect more. In fact, 80% of consumers are more likely to make a purchase when brands offer personalized experiences and authentic storytelling that invites rather than blindly sells.
Your business needs data-driven personalization and the ability to adapt to shifting trends to reach consumers on a deeper level. People buy into a story they can relate to. But just how can AI help with this? And how can you shape your content strategy to hit the mark?
The Role of AI in Content Marketing
AI can transform the way brands create and optimize content. Not only does it help with the way your audience interacts with you, but it ensures that interaction is authentic.
The roles AI can play in content marketing are seemingly endless. You can use it to create quality at scale, quickly test content with synthetic audiences, and create real-time imagery and video, as well as real-time language translation. As a result, you can quickly and cost-effectively achieve greater quality content that is highly personalised for your target visitors and guests.
Creating SEO and GEO Content That Converts
AI and content creation platforms like ChatGPT, Perplexity, or Semrush help marketers create smarter, higher-performing content that raises the bar in terms of content quality. More than just saving time, such tools enable travel brands and destinations to produce data-backed blog posts, emails, and social captions that are strategically aligned with traditional search engine algorithms, new AI search models, and — most importantly — changing consumer expectations.
From choosing tone and structure to identifying high-impact keywords and enhancing topicality, AI is setting the bar higher for quality across the travel and tourism industry. As a result, consumer expectations are rising.
To differentiate now means to produce content that’s not merely findable but also valuable.
Content Is Personalized on a Deeper Level
Machine learning algorithms examine consumer behavior, such as the URLs they click on and how long they stay on a page, to better understand their interests. AI tools then use these findings to select and deliver individually tailored content — in real-time.
The result? The consumer experience becomes more interactive and engaging: Visitors and guests don’t just skim-read something; they relate, bookmark, and share all in one engagement.
Data Processing Is Made Simple
Artificial intelligence can quickly sort through huge volumes of data to identify patterns and predict high-performing content. Combine AI tools with practices like A/B testing, social media scheduling, and reporting to be able to predict what will work or to shift your content strategy in real time. You’ll improve the efficiency and effectiveness of the content you create, increase views, and free up time to handle other marketing priorities.
A Combination of AI Automation and Human Creativity
Strategies for AI-driven content marketing combine AI automation with human creativity to deliver impactful, personalized experiences.
Start by using AI to analyze your visitor and guest data: Pull out actionable information such as their behavior patterns, preferences, and content interaction trends. Then, use these insights to generate a more effective content marketing strategy including topic pillars, target keywords, and optimum distribution. This strategy should be designed for each of your unique target audiences with relevant, compelling messaging that speaks to them.
AI can be extremely effective at analysis and personalization at scale. However, emotional connections and compelling storytelling are aspects of content marketing that still need the human touch. Infusing your creative team’s personality and experiences into content will help it stand out and touch the reader’s heart.
However, combining AI and human creativity is not a simple recipe for success. What works for a competitor might not work for you. It helps to pilot small-scale AI projects before full deployment so you can iron out any kinks and see what works and what doesn’t. Monitor what gets traction, what people engage with, and how you can use these results.
In essence, AI is not a replacement for human creativity but something that can enhance it, as well as boosting efficiency alongside your current strategies.
What Travel Brands Are Using AI Already?
More than you think.
For example, Expedia has been using AI with its Trip Matching feature that turns Reels on Instagram into bookable travel itineraries.
Its competitor Booking.com has also been leveraging AI to create a more personalized travel experience for each user.
Both Expedia and Booking use AI to analyze users’ search history, past bookings, and browsing behavior to recommend flights, activities, and hotels that align with a traveler’s unique needs and wants.
Challenges and Considerations
While AI offers immense potential for content creation, it also brings important risks that marketers must navigate.
One major concern is accuracy. AI uses large language models (LLMs) but can generate convincing yet incorrect or outdated information, known as AI “hallucinations.” Using AI output without rigorous fact-checking can damage brand credibility, especially in a detail-sensitive space like travel and tourism.
Copyright is another gray area. AI tools can inadvertently replicate copyrighted or protected content from its training data, raising legal and ethical issues.
Additionally, maintaining brand voice and consistency is also a challenge when relying on automated outputs. Overuse of generic language or misaligned tone can erode trust and reduce engagement from customers.
Lastly, while marketers don’t need user-specific data to create effective AI-powered content, they must still be cautious about sharing confidential business information or internal documents with AI platforms like ChatGPT. So, be sure to review each AI platform’s data handling and retention policies and ensure they comply with your organization’s legal policies and governmental regulations (for example, the GDPR if you target users in the European Union, or CCPA if you target users in California).
The Future of AI in Travel Marketing
AI is likely to continue to transform the travel marketplace over the next few years. The AI in tourism market was estimated at USD 2.95 billion in 2024 and is anticipated to reach USD 13.38 billion in 2030. What else can you expect from AI going forward?
Automated Content Workflows
AI can automate tasks like content ideation, research, drafting, editing, and scheduling, freeing up marketers for more strategic work. Additionally, it can also accelerate content creation and distribution, enabling marketers to respond to trends and opportunities more quickly.
Improved Data Analysis and Insights
AI can analyze vast amounts of data to identify trends, predict outcomes, and optimize content performance. The output of this analysis can help you optimize your content strategy, achieving cost savings.
AI-Powered “Travel Concierge” Chatbots With Multimodal Search
OpenAI-powered chatbots will evolve to better understand voice, text, and image inputs (take, for instance, the request “‘Find me a hotel like this one’ + photo”). They’ll also be able to predict travelers’ intent based on their history and automate complex itineraries by linking flights, hotels, and activities in one chat.
AI-Driven Predictive Analytics for Hyper-Targeted Campaigns
Travel brands will use AI to predict demand surges and adjust marketing spend accordingly. For example, if AI detects rising interest in “Northern Lights tours” due to solar activity trends, it will prompt a targeted ad campaign in key markets.
With this in mind, it’s never been so important to prioritize continuous upskilling so your team can harness the innovations in the field of AI and make the most of the resources available.
What Actionable Steps Can You Take Today?
AI is an extremely powerful tool for travel and tourism, enabling marketers and travel agents to deliver hyper-relevant content at scale while freeing up human creativity for high-impact storytelling.
Those who succeed will be the ones who adopt AI, leveraging its capabilities alongside existing strategies — rather than relying on AI to do all the work alone. What should you do next?
- Begin with an audit of your current marketing-related technology stack to see where the gaps are.
- Then, pilot one AI tool with clear KPIs to measure ROI. Doing too much at once can be overwhelming, and you won’t be able to see what’s working. It’s better to phase the introduction and gradually add new AI tools as you go.
- Don’t know where to start or want the help of experts? Hire a content marketing agency with the right expertize and experience using AI. With their skills, tools, and knowledge, you’ll be able to execute campaigns for the best chance of success.
The future of travel is exciting. Now it’s the time to adapt to AI so you stay ahead of the game
